Mobile First: the mobile services of brands versus consumer behaviour

It is a fact that the mobile constitutes an integral part of the French people’s daily life.

To keep up with this evolution, retailers offer new mobile services to transform customer experience: loyalty cards and coupons, recognition at the store entrance, bank data storage, connected payment…

Are consumers receptive to these services? Do they use them in their daily life?

In May 2015 Paris Retail Week conducted a survey with the French Institute ObSoCo dedicated to the role of the mobile in French people’s buying habits on a representative sample of 1,000 consumers .

Its findings are shown in the following info-graphics.

The results confirm that the consumer uses his smartphone in his in-store shopping experience. The mobile is now permanently settled in the purchasing and consumption behaviours. It contributes to the “empowerment” of the consumer.

However the services which are provided in-store don’t always match the daily needs of consumers. Retailers therefore need to rethink their strategy by placing the mobile at the heart of their approach in Responsive Retail. Being “mobile first” becomes for them a prerequisite in order to be in line with the expectations of their customers and provide them with appropriate services!

Sophie LUBET graduated in art history, completed a Master in Communication and a Postgraduate degree in New Media from the University Paris 1 Panthéon-Sorbonne. In 1992, she immersed in the universe of events after a transit in BDDP agency.
Sophie Lubet then joined the COMEXPOSIUM group, one of the world leaders in the organization of events involved in more than 170 BtoC and Bto events and worked on various French and international leading exhibitions around new technologies, design, specialty retail, industry and services.
Since 2014, Sophie LUBET is Director of the Retail division at Comexposium. This division includes Paris Retail Week, the One-To-One Monaco e-commerce event and I-Media Brand Summit Biarritz.
Save the date for the next Paris Retail Week event: 10 to 12 September 2018 – www.parisretailweek.com